Brand® New Theology: The Wal-Martization of T.D. Jakes and the New Black Church

by Paula L. McGee

Overview

T.D. Jakes is a pastor and entrepreneur who presides over a vast megachurch and business operation. He has turned the gospel into his own successful brand particularly through product lines such as "Woman Thou Art Loosed." According to author Paula McGee, Jakes is representative of a rising phenomenon, the New Black Church, a new form of prosperity gospel that signifies what she calls the "Wal-Martization" of religion. Her ideological critique is a vital tool for all who wish to understand the relation between religion and culture especially those committed to the transformative power of the Gospel.

Product Details

ISBN-13:	9781608336920
Publisher:	Orbis
Publication date:	03/16/2017
Sold by:	Barnes & Noble
Format:	eBook
File size:	1 MB

Table of Contents

Acknowledgments vii

Preface ix

Foreword xi

Introduction: T.D. Jakes and the New Black Church 1

Brand® New Churches and Brand® New Preachers 8

My Story as a Preacher and Scholar in the New Black Church 16

The Scope of This Book 28

1 The Black Church vs. the New Black Church 33

A New Relationship between the Pastor/Preacher and the People 43

A New Theology and a New Prosperity 48

2 Prosperity Theology, the New Black Church, and T.D. Jakes 57

Prosperity, Word Churches, and Preaching the Word 66

Prosperity Scriptures 69

Proof-texting, Positive Confession, and Seed-faith Giving 72

A New Definition for Prosperity Preachers and Prosperity Theology 78

Theologies of Prosperity and the Ideology of the Gospel of Wealth 80

The Gospel of Wealth of the Second Gilded Age (1980s-1990s) 83

Theologies of Prosperity as Theodicy 85

Theologies of Prosperity as Pseudo Theologies of Liberation 88

3 T.D. Jakes as Pastor/CEO and Theologian 95

Bishop T.D. Jakes as Pastor 97

T.D. Jakes as Pastor/CEO 109

T.D. Jakes as a Theologian of Prosperity 121

Bishop Jakes's Christology 125

Bishop Jakes as Theologian of Liberation 129

4 T.D. Jakes and the Brands for Women 135

Woman Thou Art Loosed 135

Woman Thou Art Loosed (WTAL)-the Brand 139

WTAL and Respectability in the Second Gilded Age 141

1993 Live at Azusa WTAL Sermon 145

The Woman Thou Art Loosed Nonfiction Book 150

The Woman Thou Art Loosed Movie 154

2009 WTAL Conference in Dallas, Texas 163

Aaron's Army Ministry Partner 168

Conclusion: Wal-Martization: "Keeping It Real" 173

Bibliography 186

Index 211